Eat healthy. A leitmotif that has invaded consumers’ fridges and pushed agrifood companies to reinvent themselves in recent years, particularly with regard to organic products. What about gluten-free? Let’s go back a few years, to the mid-2010s. Several personalities, including tennis champion Novak Djokovic, actress Jennifer Aniston or singer Lady Gaga, confide in their conversion to a gluten-free diet. Lately, even chefs are interested in it, like Pierre Hermé, who is learning gluten-free pastry.
As a result, products have multiplied and have reached hyper and supermarkets, beyond the more confidential shelves of specialized stores. Auchan, Leclerc and other major brands have stepped into the breach by launching their own ranges (eg: “Better living without gluten” at Auchan). Sales take off. Praised by some, the gluten-free diet is just as much criticized by others when it does not address a health problem. Enough to refocus the market today on its initial target?
“There was a peak in the gluten-free market five years ago,” confirms Julie Avrillier, general secretary of the dietetic sector within the French union for specialized nutrition. “Between 2015 and 2018, sales in supermarkets jumped by 35% in volume. But in 2018, the market did not evolve